Synopsis
Providing a toolbox for understanding and implementing corporate communication, Essentials of Corporate Communication is a lively and engaging new text on this topical area of study. Helping readers not only to understand but also to apply the most important theoretical notions on identity, identification, reputation, and corporate branding, this text illustrates how communicating with a company's key audience depends upon all of the company's internal and external communication.
The book also features discussion questions for students, chapter introductions, reflection, and key points boxes. It uses well-known companies such as Boeing, Volkswagen, Johnson & Johnson, Virgin, and IKEA as examples; as well as issues such as the Gulf War to illustrate key points.
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About the Author
Erasmus University Rotterdam, The Netherlands The Reputation Insitute, New York
Review
"In the past decade Charles Fombrun and Cees van Riel have succeeded in making reputation relevant to professional experts and the corporate boardroom alike. In years to come reputation management will become as indispensable to the corporate world as accounting and business management are right now."--Jules Prast, Executive Vice President & Global Director of Corporate Communications, Royal Philips Electronics
"This volume offers a sophisticated how-to guide, modeling the flow and language that architects of communication systems could immediately appply wtih precision and skill." -- Choice
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